Hermès is launching its own dictionary of sorts.
The luxury brand has created its own vernacular as the holiday season approaches — part of a whimsical microsite that showcases a selection of gifts including printed enamel hinged bracelets and cufflinks.
Today, Hermèsistible! will debut at hermes.com/hermesistible, where users can become familiar with the French design house’s new lexicon, intended to describe varying emotions. For instance, “Impulcie” means “a fleeting guilt when indulging a whim of childlike pleasure”; “Jalousele” is “a spark of envy in a shade of green,” and “Escapitude” is defined by “the joy of planning an impromptu escape.” Additional emotions, “Aparesse” and “Follitude,” will roll out over the next month, but Hermès is keeping their definitions mum until they go live on the site.
The platform is home to a series of cinematographic-like stories featuring enamel, wood and leather pieces that consumers can either purchase (they are directed to a product page on hermes.com), “like” or share via e-mail or social medium.
This is the latest digital initiative since the release of the much hyped Apple Watch Hermès that came out last month. The smartwatch, available in three styles, ranges in retail price from $1,100 to $1,500 and is sold at select Apple and Hermès stores. In September, men’s focused Web site — Le MANifeste d’Hermès – was unveiled, as was an update to Tie Break in June, the men’s tie app that originally came out during the summer of 2014. Dedicated online content for silk scarves debuted online at lamaisondescarres.com in September of last year, which carries the brand’s more than 600 styles of silk squares, shawls, twillys and scarves.